How to Write a Tourism Marketing Plan (Puerto Vallarta – Riviera Nayarit – Nuevo Vallarta – Bucerias – Punta Mita – Sayulita)
by Robert Morello http://smallbusiness.chron.com/write-tourism-marketing-plan-52853.html
Marketing plans help to get a destination into the public eye.
1 What Is Tourism Marketing?
2 Tourism Promotion and Marketing
3 Eight P’s in Marketing Tourism
4 Internet Marketing for Tourism
A tourism marketing plan outlines the advertising and overall marketing approach that will be used to promote a destination. Marketing plans create a customized action statement that
the entire tourism board can follow and use to measure the effectiveness of each campaign involved in the effort. The process of writing a tourism marketing plan involves serious research
and a good grasp of the marketing avenues that are open to you.
1. Review the marketing methods and results of years past in an attempt to illustrate what has worked and what needs to be improved with the new year’s approach. Create a first section of
your marketing plan titled “Past Campaigns.” List the campaigns that have resulted in increased visits and use of your travel destination separately from those that have failed, along with
their cost and some suggestions about possible improvements.
2. Research current market trends in tourism to gauge the climate in which you will be advertising. Review the successes and failures of your competitors — destinations with similar attractions
or the same target audience — so you do not repeat any mistakes made but can capitalize on any successful initiatives. Analyze the geographic areas and demographics you wish to target with
your marketing. Learn as much as you can about trends, income levels and travel habits and then report these findings in the second section of your marketing plan to underscore the initiatives
and marketing tactics to follow. Title the section “Current Market Trends.”
3. Lay out the strategies you favor to market the destination. These strategies should be broken down into categories like online marketing, print marketing and partnership marketing, for example.
Call the section “Marketing Strategies” and use it to describe the purpose of each strategy as compared to the others, the intended audience and reach, and the potential benefits of each method.
A distinction should also be made between business-to-business and business-to-consumer marketing.
4. Describe the goals of your approach in the fourth section of the plan, “Objectives.” Here you describe the intended market placement of the destination itself, growth goals over the short and
the long term, and financial goals regarding return on the overall marketing investment. These projections should be based on past performance and should highlight the cost of each initiative
versus its potential return. For example, web banners and email blasts are low cost but can deliver significant returns if past customers and frequent travelers are targeted.
5. Break down the strategies portion of your plan into individual marketing campaigns in the fifth section of your plan, which you should label “Initiatives.” List each specific funded program
that will be undertaken as part of the year’s marketing for the destination. This includes everything from internal website postings to mailers to major television ad launches. Each listing
should include a description of the initiative, cost analysis, projected audience and potential return figure. List the theme of each campaign and if possible, include some copy and or samples
of the ads themselves to best convey the concept and allow for fine tuning and adjustment.
6. Close your plan with a detailed schedule of all marketing for the entire year to come with specific dates for each initiative to be run. Timing can be the most important aspect of any marketing
piece, so plan your dates wisely based on the product or destination you are selling, the high and low travel seasons, any holidays that may come into play and the goals you are trying to reach
at certain points throughout the year.
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